Challenge
Identity and image are among a company's most valuable assets. When Crown Holdings, adopted a simplified logo with a new tagline "Brand-Building Pakaging™" they realized they would need an updated, global Web site.

Crown needed to appeal to executives and designers in the consumer product industries they serve, emphasizing the unique way Crown helps its clients develop packaging solutions that enhance on the shelf brand appeal, consumer experience, and sales.

Approach
DOOR3 worked together with ABI Marketing Public Relations to build an innovative corporate Web site to meet Crown's global marketing goals. We met with Crown executives and partners from North America, Europe, the Middle East and Africa and collected requirements from stakeholders in Asia and South America. Our experience in global interactive marketing communications allowed us to effectively document business goals and consolidate and prioritize requirements. Through participatory design, we were able to translate customer desire into achievable user experience.

Throughout our iSDLC approach, we translated business and customer needs into a project definition that allowed us to highlight Crown's unique capabilities and differentiators in an interactive design system that fosters innovative thinking.

Results
In December 2006 http://www.crowncork.com launched successfully. Since launch, traffic to the sites has tripled. And in three months, the strategic keywords chosen by Crown and DOOR3 organically generated page one Google search results--see for yourself by searching on "beverage packaging." The site generates over 100 relevant requests for business a month and with our ongoing support, will continue to provide a great way for Crown to communicate with its customers, partners, and the public.